Author(s)

Fangze Wei

Corresponding Author

Fangze Wei

ABSTRACT

E-commerce is a rapidly expanding industry due to the acceleration of the digital economy and the COVID-19 pandemic. Based on the increased concern of customers’ consumption behaviors in online shopping, empirical evidence on factors affecting the online shopping spending and product choice of different customers is essential. In this study, various factors were examined and the chosen data provided by JD.com were analyzed by applying the reliability test, multivariable regression, mediation effect, and so on. The study suggests that statistically, consumers with higher education and who are married have a preference for relatively cheap products in general, whereas consumers with higher user level and purchase power and those with JD. Com plus membership contribute a larger online shopping spending and are likely to buy relatively expensive products from this platform. Other factors including discounts, price level, and city level can also affect a customer’s product choice. The result of this research advises online shopping platforms to adopt targeted advertising to different customer groups by utilizing quantitative and qualitative market research.

KEYWORDS

Customer behavior, online shopping, e-commerce, data analysis